Essentially businesses are more likely to fail at the moment, and although more are being created than are failing or being closed, you could be looking at a 10% chance of failure simply in statistical terms, PER YEAR. Given most new start ups don’t last through their first three years it is critical that you get you message out to your clients right.

BUT this is no better for existing companies. 8,000 new companies a year mean 8,000 people in competition to you at least for your clients money and potentially directly for your products.

IT is critical that you differentiate yourself in your market right now and have staff that not only understand why you do, but WANT to tell your clients.

So What? getting this wrong is quite simply the difference between success and failure.